EFFECTIVENESS OF THE INFLUENCE OF CREATIVE TARGETED ADVERTISING ON CONSUMERS

DOI: 10.31673/2415-8089.2024.041116

Abstract

The
article examines the factors that influence the effectiveness of targeted advertising creatives on
consumers. The author's definition of the concepts of "advertising creative" (a marketing tool for
emotional impact on consumers, presented in an advertisement in text, graphic, audio or video
format, aimed at encouraging the consumer to take targeted actions when familiarizing themselves
with the advertisement) and "targeted advertising creative" (an online marketing tool for emotional
impact on a specific target audience of consumers in order to encourage them to take targeted actions
when familiarizing themselves with the advertisement) is given. An analysis of existing approaches to
selecting visual and text elements of targeted advertising creatives in order to increase their
effectiveness is conducted. The differences in the use of individual types of content for different
purposes are substantiated. Taking into account the high effectiveness of video ads, recommendations
are provided for increasing the attractiveness of this format of advertising creative. CTR (ClickThrough Rate) is considered as one of the effective metrics in digital marketing for measuring the
effectiveness of targeted advertising creatives for different formats. Recommendations are given for
the use of UGC content. The effectiveness of different formats of targeted advertising creatives
depending on the context is determined. It is shown that the main elements of effective creative are
an attractive visual component, personalization of content according to the interests and
characteristics of consumers, as well as clarity of the message. Advice is given on achieving the
maximum effect from visual elements in targeted advertising. Therefore, choosing effective creatives
in targeted advertising is a multifaceted process that requires taking into account various factors that
affect consumer perception. Successful campaigns must be based on empirical data and a creative
approach that allows you to adapt to consumer needs and achieve desired business results.

Keywords: Targeted advertising, creative effectiveness, CTR, personalization, conversion, visual
elements, digital marketing, advertising campaigns, audience segmentation, UX design, call-toaction (CTA), A/B testing, targeting algorithms, ad optimization, social media, ad content